Abstract:

Multi-national qualitative research is being conducted to aid the development of 1977/78 British Airways Advertising Campaign. This report contains the results of qualitative research conducted in Nairobi. The objectives of the research were:

1. To explore background attitudes to flying and travel needs amongst ex-patriates in Nairobi;

2. To probe their attitudes to different airlines, including British Airways;

3. To obtain reactions to six potential advertising concepts for British Airways;

4. To make some assessment of reactions to current British Airways advertising.